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Author : Mike Berry
Publisher : Gower Publishing, Ltd.
Page : 268 pages
File Size : 42,9 Mb
Release : 1998
Category : Business & Economics
ISBN : 0566079607
The author makes the case for direct marketing progressively dominating all marketing communications, not in terms of execution, but in attitude of mind and overall strategic viewpoint.
Author : Ernan Roman
Publisher : McGraw-Hill Companies
Page : 280 pages
File Size : 53,6 Mb
Release : 1988
Category : Business & Economics
ISBN : UVA:X001362098
"The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." -- Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." -- Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." -- George Gendron Editor-in-Chief Inc. magazine
Author : Ernan Roman
Publisher : McGraw Hill Professional
Page : 248 pages
File Size : 42,5 Mb
Release : 1995
Category : Business & Economics
ISBN : 0844233498
The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness. -- Stan Rapp Chairman, Cross Rapp Associates Author of
Author : William J. McDonald (Ph. D.)
Publisher : Irwin Professional Publishing
Page : 558 pages
File Size : 55,6 Mb
Release : 1998
Category : Business & Economics
ISBN : NWU:35556027427897
This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included.
Author : Philip J. Kitchen,Patrick de Pelsmacker
Publisher : Psychology Press
Page : 216 pages
File Size : 47,5 Mb
Release : 2004
Category : Business & Economics
ISBN : 0415314208
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author : Manfred Krafft,Jürgen Hesse,Jürgen Höfling,Kay Peters,Diane Rinas
Publisher : Springer Science & Business Media
Page : 339 pages
File Size : 44,5 Mb
Release : 2007-10-14
Category : Business & Economics
ISBN : 9783540396321
This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.
Author : Graeme McCorkell
Publisher : Kogan Page Publishers
Page : 320 pages
File Size : 55,8 Mb
Release : 1997
Category : Database marketing
ISBN : 0749419601
Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.
Author : Roddy Mullin
Publisher : Kogan Page Publishers
Page : 196 pages
File Size : 54,7 Mb
Release : 2002
Category : Business & Economics
ISBN : 0749436778
Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area.
Author : Philip Kitchen,Patrick de Pelsmacker
Publisher : Routledge
Page : 208 pages
File Size : 55,9 Mb
Release : 2004-08-02
Category : Business & Economics
ISBN : 9781134380831
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author : William J. McDonald,William J. McDonald (Ph. D.)
Publisher : Unknown
Page : 532 pages
File Size : 42,8 Mb
Release : 1998
Category : Direct marketing
ISBN : 0071159517
Author : Susan K. Jones
Publisher : N T C Business Books
Page : 520 pages
File Size : 45,8 Mb
Release : 1998
Category : Direct marketing
ISBN : UIUC:30112037360077
This book contains all the insights and hand s-on tools necessary to create and execute packages that att ract the right customers, turn leads into buyers and convert one-time sales into long term customers. '
Author : Bob Stone,Ron Jacobs
Publisher : McGraw Hill Professional
Page : 697 pages
File Size : 54,9 Mb
Release : 2008
Category : Business & Economics
ISBN : 9780071458290
Includes the latest tools and techniques needed for success in today's digital; multi-channel marketplace; this guide offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels. --
Author : Tony Yeshin
Publisher : Routledge
Page : 371 pages
File Size : 50,5 Mb
Release : 2012-05-23
Category : Business & Economics
ISBN : 9781136395079
Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.
Author : Susan K. Jones
Publisher : Maximum Press
Page : 366 pages
File Size : 54,9 Mb
Release : 2009
Category : Industrial marketing
ISBN : 9781931644693
Updated with cutting-edge online examples and the latest success stories, this accessible handbook will enable any company to profit from business-to-business techniques. Practical yet visionary, this resource provides a blueprint for success by explaining seven proven strategies for increasing profits by direct marketing. Chapters include website references, internet-use statistics, and other developments such as CRM, search-engine optimization, blogging, wikis, podcasting, and social networks. Packed with real-world advice, this new edition also features a personal password to access the companion website for regularly updated news, links, and additional resources.
Author : Dr. Brijesh Sivathanu
Publisher : Lulu.com
Page : 224 pages
File Size : 50,6 Mb
Release : 2014-06-24
Category : Business & Economics
ISBN : 9781312302525
Products are an important variable in the marketing mix. The mix of products offered by a company such as Heinz can be a firm's most important competitive tool. If a company's products do not meet customers 'desires and needs, the company will fail unless it makes adjustments. Developing successful products like Dell personal computers requires knowledge of fundamental product concepts.